C. Howards, C. Heaven: Heaven is a Square

C. Howards, C. Heaven: Heaven is a Square

Badgerow, Audrey

Franck, Lily

C. Howard’s ‘mints’ are an enigma worthy of their cult following. With odd flavors like violet, lemon, and guava, these mints border on pocket candy. To play on the playful nature of C. Howard’s flavors and to express their proper pronunciation (often mistaken for ‘chowards’), we created the C. Howards, C. Heaven campaign for our Strategic Communications Creative Portfolio class. Placing the ‘C’ of C. Howards next to the insinuated “see” of ‘C. Heaven’ both expresses the brand’s proper pronunciation while illustrating C. Howard’s unique taste. To visually communicate the flavorful heaven of C. Howards and nod at its iconic square-tab shape, we paired psychedelic language with characters dressed in bold prints, each dreaming of their own, surreal digital collage. To enhance the connection between C. Howard’s eclectic brand identity and that of its far-from-square enthusiasts, we matched each character’s color palettes to the flavor they represent. For our video extension, we amplified the joking connection between squared-shaped C. Howards and psychedelics both visually and sonically, with video copy to clarify that we are indeed talking about a minty-ish, candy-ish product. The mid-century setting, hand-drawn multimedia animation, and fast-paced synched sound with the song “Barley” by Water From Your Eyes’ all combine to create an attention-grabbing video that can break through the social media clutter. With this campaign, we aimed to create multimedia print ads and video content that are memorable and can exist as advertisements and as standalone art.

2024

2024